Brad Geddes / PPC Geek
Official Google Ads Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(312) 884-9017
Brad Geddes's Theories on Marketing AdWords Bidding Methodologies Compatibility Chart

AdWords Bidding Methodologies Compatibility Chart

Updated 9/6/2008:

I’ve created a new AdWords Bidding Chart to reflect the changes to Google’s system over the past few months. The old chart still exists below for reference purposes. Enjoy.

Compatibility Set Max CPCs (default) Preferred Cost Bidding Conversion Optimizer Budget Optimizer
Best for:

  • Max traffic
  • Controlling costs
  • Using all advanced features
  • Conversions
Using All features Controlling costs Maximizing Conversions Maximizing Traffic
Ad Scheduling:

  • Basic
  • Advanced
  • Yes
  • Yes
  • Yes
  • No
  • No
  • No
  • No
  • No
Position preference Yes No No No
Location Targeting Yes Yes No Yes
Content CPCs Yes Yes No No
Language targeting Yes Yes No Yes
Networks

  • Google.com
  • Search
  • Content
  • Placements
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
  • Yes
Ad Serving

  • Optimize
  • Rotate
  • Yes
  • Yes
  • Yes
  • Yes
  • No
  • No
  • Yes
  • Yes
Budget Daily Daily Daily Monthly

Originally Created 5/8/2007:

Google offers four different bidding methodologies. I detailed the advantages and disadvantages in today’s Search Engine Land Paid Search column.

Here’s a quick compatibility chart to see the functionality of each bidding methodology.

Compatibility Set Max CPCs (default) Preferred Cost Bidding Pay Per Action Budget Optimizer
Best for:

  • max traffic
  • controlling costs
  • using all advanced features
  • Conversions
all features controlling costs Pay only when receive conversion max traffic
Ad Scheduling:

  • Basic
  • Advanced
  • yes
  • yes
  • yes
  • no
  • no
  • no
  • no
  • no
Position preference yes no no no
Location Targeting yes yes no yes
Content CPCs yes yes no no
Language targeting yes yes no yes
Networks

  • Google.com
  • Search
  • Content
  • yes
  • yes
  • yes
  • yes
  • yes
  • yes
  • no
  • no
  • yes
  • yes
  • yes
  • yes
Ad Serving

  • Optimize
  • Rotate
  • yes
  • yes
  • yes
  • yes
  • no
  • no
  • yes
  • yes
Budget daily daily daily monthly

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